About the Book: In The Activator Advantage, Dixon, Channer, Freeman, and McKenna reveal why traditional business development strategies no longer ensure client loyalty—especially in professional services. Based on a study of nearly 3,000 partners across sectors like law, consulting, and finance, they identify five archetypes—Expert, Confidant, Debater, Realist, and Activator—with only the Activator consistently driving growth ReutersDCM Insights. Activators embed business development into their daily workflows, continuously engage broad networks, and proactively deliver both business and personal value—creating resilient, multi‑threaded relationships that withstand shifting client behaviors ReutersHerringbone BooksForbes. Packed with data-driven insights, unexpected findings, and real-world cases, this book offers a practical blueprint to elevate engagement, collaboration, and profitability in a world where client loyalty is fading